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Firm Management

Mid-Year Marketing Checklist for Accounting Firms

Focusing on the middle of the marketing funnel, where potential leads are weighing their options and seeking more information, can significantly enhance your ability to convert prospects into engaged clients.

Becky Livingston

Jun. 06, 2024

Marketing1

As we reach mid-year, it’s an opportune time for you to evaluate your firm’s marketing strategies and make necessary adjustments to drive continued growth. Focusing on the middle of the marketing funnel, where potential leads are weighing their options and seeking more information, can significantly enhance your ability to convert prospects into engaged clients.

At this stage, you are focused on converting website visitors and marketing qualified leads into sales qualified leads and engaged prospects by demonstrating value and building relationships.

Marketing Checklist

This mid-year marketing checklist was designed to help you:

  • Optimize your efforts,
  • Measure key performance indicators (KPIs), and
  • Implement actionable takeaways that will strengthen your marketing impact.

Let’s dive into the essential steps to help ensure your firm’s marketing efforts are on track for success. Download the Mid-Year Marketing Checklist today.

1. Content Audit and Optimization

  1. Review Blog Posts and Articles (free content): Ensure content is relevant, up-to-date, and optimized for SEO.
  2. Update Case Studies and Whitepapers: Highlight recent successes and industry insights.
  3. Refresh Webinars and Videos: Ensure they reflect the latest industry trends and firm capabilities.

Key performance indicators (KPIs) to track:

  • Number of content updates and optimizations
  • Increase in organic search traffic
  • Engagement metrics (e.g., time on page, video watch time)

2. Email Marketing Campaigns

  1. Segment Your Email List: Tailor content to different segments, such as industry, company size, and engagement level.
  2. Nurture Leads with Drip Campaigns: Develop a series of emails that provide value and guide prospects through the buyer’s journey.
  3. A/B Test Subject Lines and Content: Experiment with different elements to determine what resonates best.

KPIs to track:

  • Open rates and click-through rates (CTR)
  • Conversion rates
  • Unsubscribe rates

3. Social Media Engagement

  1. Schedule Consistent Posts: Share valuable content, industry news, and firm updates regularly.
  2. Engage with Followers: Respond to comments and messages, and engage in relevant conversations.
  3. Leverage LinkedIn: Post thought leadership content, participate in groups, and connect with prospects.

KPIs to track:

  • Follower growth and engagement rates
  • Social media referral traffic
  • Lead generation from social media

4. Lead Magnet Development

  1. Create New Resources: Develop eBooks, guides, checklists, and templates tailored to your target audience.
  2. Promote Lead Magnets: Use landing pages, pop-ups, and social media ads to drive downloads.
  3. Follow-up with Automated Emails: Send automated follow-up emails to nurture and engage leads who download your resources.

KPIs to track:

  • Number of lead magnet downloads
  • Conversion rates of landing pages
  • Engagement with follow-up emails

5. Client Testimonials and Reviews

  1. Collect and Showcase Testimonials: Request testimonials from satisfied clients and display them prominently on your website and marketing materials.
  2. Encourage Online Reviews: Ask clients to leave reviews on platforms like your Google Business Profile and LinkedIn company page.
  3. Create Case Study Videos: Use client success stories in video format to build trust and credibility.

KPIs to track:

  • Number of testimonials and reviews collected
  • Increase in website conversion rates
  • Positive sentiment analysis from reviews

Key Takeaways

  1. Regular Content Updates: Keeping your content fresh and relevant is crucial for maintaining engagement and attracting new prospects. Also, consider archiving outdated content (e.g., COVID and PPP articles).
  2. Segmented Communication: Tailoring your messaging to different audience segments ensures more personalized and effective marketing efforts.
  3. Engagement and Interaction: Actively engaging with your audience on social media and through email nurtures relationships and builds trust.

Ready to take your accounting firm’s marketing to the next level? Start implementing these strategies today and watch your engagement and conversions soar.